Final Exam Questions

Final Exam Questions - Sample Questions for Comm 296 Final...

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Sample Questions for Comm 296 Final Exam Winter 2009 The following questions are only samples . This does not mean that these questions or topics will be on the exam, or that they are the only topics on the exam; however, this should give you an idea of what kind of questions to expect. Just memorizing the material is not enough – you need to be able to apply the concepts to various marketing situations. Always be specific in your answers , and use the correct terminology. Product 1) Draw a line representing the goods-services continuum. Then place each of the following along the continuum: a) Microsoft Word; b) Starbucks grande, no-foam cappuccino; c) L’Oréal shampoo; d) eyebrow waxing. Explain each decision, identifying which product’s features belong in the goods category and which features belong in the services category. (8 marks) Hints: ± No absolute right and wrong answers here – but you must demonstrate your knowledge and understanding of the differences between goods and services. ± Draw from the list of service characteristics in your text and discussed in class. 2) Think of a shopping product you purchased in the last six months. a) Describe your thought process during the purchase, including the benefits you used in comparison to competitors’ products. (3 marks) b) Then evaluate the product supplier’s effectiveness in facilitating your purchase. (3 marks) Hints: ± Again, no absolute right and wrong answers here – but you must demonstrate your knowledge and understanding of: a) the characteristics of shopping products (vs. the other two categories – convenience and specialty products); and b) how marketers support the purchase of this category of products through the marketing mix. ± This question is an example of drawing on your learning from the first half of the course: it draws on your knowledge of consumer behaviour, even though it does not test it directly. 3) With smoking bans in effect in many places, Zippo Manufacturing, maker of the well-known Zippo lighters, is looking for ways to license its brand name to makers of products like grills, torches, space heaters, and fireplaces. a) Do you think this is a good strategy for Zippo? Why or why not? (2 marks)
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Final Exam Questions - Sample Questions for Comm 296 Final...

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